The approach•In advance of the show, we created anticipation and recognition amongst the core target audience by developing a series of short backstage interviews for Vogue Russia.

To activate the Tommy Hilfiger Fall 2017 show to the wider Russian fashion community, we partnered with eight key Russian fashion influencers and publications to live stream the show. We also facilitated the ‘take over’ of Glamour Magazines Instagram by Russian celebrity Minogarova.

The results•This culminated in 1.17 million views of the live stream and 5.89 million impressions to the Russian fashion audience.